Debenhams unveils autumn designer ad campaign

Airing during Emmerdale, the Autumn/Winter 2012 advert shows each designer in their studio, adding the finishing touches to a garment.

A close up of the product then transports the audience to the same item being worn and enjoyed in real life situations.

The hero pieces were chosen to reflect three of the biggest trends of the coming season; town and country, rich and regal and baroque and roll. All covered by a £49 H! by Henry Holland hacking jacket, a £150 jacquard print coat from J by Jasper Conran and a lace Star by Julien Macdonald dress at £65.

The ad follows hot on the heels of the summer campaign which yielded a million pound sales boost for the swimwear category in just two weeks.

The advert starred Sadie Frost and Jemima French, and saw sales of their Floozie swimwear brand increase by 210%.

Matthew Williamson also featured and one of his Butterfly bikinis worn in the closing scene saw and incredible sales increase of 383%.

The autumn advert is the latest installment in Debenhams’ ‘Life Made Fabulous’ series, which launched last year– the store’s first brand TV campaign for over four years.

Says Debenhams’ marketing director, Richard Cristofoli, “It’s an extremely exciting time for the brand. As we get set to launch the fourth ad in the series, it’s clear that customers are responding to our brand message.

“They’re recognising Debenhams as an engaging, more stylish brand that’s on the up.”

Customers will be getting accustomed to seeing Debenhams’ design talent on their TV screens. The new advert features two of TV’s most recognisable fashion faces, Henry Holland and Julien Macdonald, who appear alongside one of industry’s most respected names, Jasper Conran.

Continues Richard, “The profile that these designers have in this country is a testament to their hard work and talent. It further demonstrates Debenhams’ unique relationship with the biggest names in fashion and how together, we deliver fantastic designer clothing at high street prices – it’s our key point of difference.”

All adverts feature the campaign strap line ‘Life Made Fabulous with Designers at Debenhams’, with the voice of the campaign coming from Billie Piper of Belle du Jour fame.

The backing track for the campaign is ‘This is the life’ by Northern Irish indie rock band Two Door Cinema Club. The band's name came about after member Sam Halliday mispronounced the name of the local cinema, Tudor Cinema, and it stuck.

The activity was filmed on various locations and developed by agency JWT London, putting the talent behind ‘Designers at Debenhams’ in front of the lens.